VivaLift!® Power Recliners: GET YOUR OWN

Only days before the 2020 pandemic lockdowns, the Pride Mobility® marketing team wrapped up shooting a four-part television commercial series for the VivaLift!® Power Recliners lineup.

Pride Mobility had never seen this type of storytelling, character development or product branding through a campaign journey, let alone through the eyes of potential iconic brand characters like Doris and Howard.

The “GET YOUR OWN” campaign was conceived through the need to promote the company’s newest line of power recliners and to create company brand awareness.

“Iconic brand characters have always been the central part of many campaigns in the past and we believe that Doris and Howard are relatable characters that ring true to our demographics,” said Rhonda Perko, Vice President of Marketing at Pride Mobility. “Doris and Howard’s characters humanize and breathe a breath of fresh air into the power mobility and recliner industry.”

In the campaign’s first-ever ad, which streamed in summer 2020, Doris finds herself at her living room window watching her neighbors receive a package that resembles a chair. Doris tries to intrigue Howard by letting him know that “there’s something going on at Gary and Claire’s house.” Later that afternoon, Doris wanders over to her neighbor’s house offering a Jell-O mold as a “neighborly” token in hopes of getting a closer look at what was delivered.

And this is where our journey of Doris and Howard begins.

From the kickoff of the first streaming commercial, The Nosy Neighbor, Doris gives the audience a little glimpse into why everyone needs to get a VivaLift! Power Recliner.

Follow-up commercials include The Stealthy Daydreamer, Take a Ticket, and Heating Up with Elvis.

“The strategy behind this campaign was to harness the consumers’ needs for a power recliner, and create a smart, strategic, and cheeky campaign that delivers a journey, tells a story and is presented at all touch points of consumer contact,” Perko said.
pridemobility.com/getyourown/